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Sponsored content: Relevancy and brand trust are crucial

If you want people to pay attention to your sponsored content, you'd better be managing a reputable brand and able to spin a good yarn.

A recent Edelman study looked at the factors involved with getting people to consume your content. Relevancy was the top factor, with 90 percent saying
that relevant sponsored content will spark their interest. Brand familiarity and trust also factored heavily, at 81 percent.

Sixty percent of online news visitors say they're interested in checking out sponsored content that focuses on telling a story rather than selling a
product.

You should also consider carefully which publisher you choose to host your sponsored content. A news site's credibility sparked a 33 percent boost in the
perceived credibility of the sponsored content.

"This new study shows that in-feed sponsored content can be a win for brands and publishers both, when consumers' viewpoints are taken into account," said
Sherrill Mane, senior vice president for research, analytics, and measurement at IAB.

"News publishers get greater impact when they work with familiar and trusted brands," Mane wrote in a press release. "By the same token, marketers see
greater lift when publishers are perceived by consumers as credible news outlets. … It is incumbent upon everyone involved to understand key criteria
when agreeing to a native advertising campaign."